FKF Applied Research, with the help of UCLA’s Ahmanson Lovelace Brain Mapping Center, said that Coca-Cola’s “Video Game” ad–a 60-second animated spot that promotes random acts of kindness–scored this year because it elicited the most positive emotions in subjects’ brains.
Interesting research – they monitor brain activity to see which ads elicit the most “positive” response. They say some ads elicit a fear response and will be quickly forgotten – now we are in hot water. Why? Because people like my girl friend get enormously turned on by horror movies and the like. Going by the idea the FKF research folks put forward, the only movies that make a lasting, positive impression are the feel-good, empathy-generating ones, but we all know that Jaws, Omen etc have been huge hits and have been permanently etched into so many memories, world wide.
I think there is no way to tell which ads were more successful, but yes, you sure can find out which ones were terrible failures – those would be the ads that generated a minimal response from any part of the brain.
Now for your viewing pleasure, here is the best ad, according to the human brain:
It was a neat ad – all things aside, I loved it.